Some of the benefits to an organization:

  • Bring in new revenue
  • Engage stakeholders, including difficult market segments to reach i.e. millennials. (By the way, will make up nearly 2/3s of the buying market in the next ten years.)
  • Motivate market segments
  • Create or improve new lines of business or new lines of service – or for non-profits, member benefits, or for donors- additional donor opportunities
  • Programs and Services That Succeed, meaning they don’t waste resources, and achieve their intended aims, reliably, and are repeatable, and scalable.

Understanding Service Design


  • A user-centric approach, with models and tools to visualize aspects of a service. (Visualizing what is occurring or will occur in a service serves as a common language for developing and improving the structure of a service.)
  • Prior, a service would fail or succeed by trial and error.
  • Additionally, by visualizing a service, developers can arrange people, process, functions and technology to achieve desired service results.


  • Service Design uses demand Models, Journey Maps, Personas, Service Concepts, and Service Blueprints. Each model brings users into contact with services.  Different models cover different aspects of a service—from a particular point in time to an overview, or to isolate any specific part of a service.


  • Touchpoints, ServQUAL, ServPERF, and other tools help service designers plan out communications with users, mostly for feedback, performance, and improvement.